Constipation fighting product with BB-12® wins consumer award

The Italian probiotic product “Yovis Regola” has won the “Product of the Year 2012” award in the Dietary Supplements category. 12,000 consumers attended.

“Yovis Regola is not only a successful concept, it is also a product that works once tried. This award is the consumers saying that the product stands out and is worth taking – it is simply a consumer endorsement and more powerful than any advertising!”

The words come from Silvia Brunelli, who works as a Product Manager, OTC and Food Supplements at the Italian company Avantgarde/Sigma Tau. Together with global bioscience company Chr. Hansen they have developed the first product on the market containingBifidobacterium BB-12® and fiber to fight constipation.

Addresses serious health concern
Constipation is a widespread health concern globally. Worldwide 12% of people suffer from self-defined constipation according to a large global survey involving 13,900 individuals. Furthermore, 40% of constipation sufferers try to treat their constipation by changing their nutrition.

Quality stamp given by the end-users
Product of the Year (POY)  is the consumer award for product innovation. The aim of POY is to help consumers find the best products in the easiest way and to encourage companies to strive for quality and innovation. "The POY seal serves as the standard of consumer confidence in several countries and sends a powerful marketing message,” explains Silvia Brunelli.

12,000 consumers aged 15-65 years old took part in the online survey conducted by the global research company TNS. After a presentation of the participating products, the consumers were asked to rate them on the basis of two qualities: User satisfaction and innovation. Yovis Regola was elected the winner with the highest score in the Dietary Supplements category.

Meeting the need of the consumers
The product launched in February 2011 and has been a great success.

“Innovation is a challenging thing in the current, saturated marketplace, but the “Product of the Year” award clearly shows that we have managed to create a very innovative product that consumers want; Yovis Regola has filled a gap in the market and met the needs of the consumers,” concludes Silvia Brunelli.